When you use Google or any other search engine, you type words into the search box to find what you’re looking for. The results that Google returns – whether they’re organic results or paid advertisements – are there because they’re relevant to the words in the search box. And if you want your ads to show up on the page, you have to bid on that keyword.

Keywords are search terms that a website owner or SEO professional will use to optimize a website in the hopes of ranking at the top of Google’s results for specific keywords.

Anything searched on a search engine, whether a single word or a phrase, is considered a keyword.

Why Choose a Keyword?

For an online business, keywords are your strategy; they are the battles you choose to fight in hopes of out-doing your competitors and directing the people using search engines in your market to your site instead of theirs.

When you look at the keywords that a website has rankings for (aka their keyword portfolio), you can see the website’s strengths and the area where they excel over their competitors.

When we look at all the keyword positions that ranks for, we are able to understand what their website is about and what products they are marketing online. 

How to Use Keywords

This way, when your web pages appear in the search results, they will appeal to the people that just searched with the same language.

You can write optimized blog posts that provide answers to keywords that ask questions, or provide general information on your website that educates people about the topics around those target keywords in an effort to improve a site’s SEO.

Or, build landing pages on your website for your advertising campaign that appeal to each specific keyword you want to target with your campaign. 

SEMrush offers some great tools that will help you know what keywords to use in SEO, content, and advertising. Check them out:

  • On-Page SEO Checker 
  • SEO Content Template
  • SEO Writing Assistant
  • PPC Keyword Tool

Keyword group should consider doing most if not all the following:

  • Using the keyword in the title of the page
  • Using the keyword in the URL (e.g.,
  • Using the keyword, and variations (e.g., “gourmet parakeet snacks”), throughout the page copy
  • Using the keyword in the meta tags, especially the meta description
  • Using the keyword in any image file paths and in the images’ alt text
  • Using the keyword as the anchor text in links back to the page from elsewhere on the site